Will Scully-Power


Closing the Gap Between Analysis and Action
May 8, 2009, 1:03 am
Filed under: Research, Web Analytics | Tags: , , ,

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Research for Webtrends, conducted by Loudhouse Research, showed that 65% of managers believe better data analysis would help inform the decisions that drive sales.

“Most marketers know they could do more with the Web data they have to analyze how customers and prospects interact with their brands online,” said Karin von Abrams, eMarketer senior analyst. “But it’s hard to make analytics a priority when budgets are tight and resources already stretched.”

When asked exactly how to close the gap between analysis and action, marketers gave a surprising answer: people.

Around the world, 42% of online marketers said “more knowledgeable staff” and 23% said “more training and awareness.”

Only 6% cited the need for better data analysis programs.

This point of view was borne out by the fact that relatively few marketers rely heavily on analytics. Among the six countries surveyed, only in Australia and the UK did 28% of marketers claim to always use Web analytics. In the other four countries that figure was much lower.

More: http://www.emarketer.com/Article.aspx?R=1007076

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